The customer is the most important stakeholder in a business since its existence is for the sole purpose of serving the customer. Understanding the market is therefore crucial in learning about the customer’s wants, tastes, and preferences as well as determining the level of demand (Baron, 2010 p.77). It is only after identifying the crucial aspects that an entrepreneur can design products to suit the customer’s taste and ensure sensitivity to their ever-changing requirements.
Marketing of the restaurant will begin with the rebranding of the business to shift focus to a new target market (Baron, 2010 p.53). The new target market features young families, and the restaurant needs to attract them through advertisement of their meals to the recent members of the community. The mission is to provide a space where families can enjoy meals, feel at home, and at the same time create brand awareness. Intensive advertisement and quality services are the focus of the marketing plan.
Implementation of the plan will require the development of strong communication channels between the restaurant and customers (Baron, 2010 p.121). The reinvention of the menu by including family friendly meals will boost the implementation of the plan.
The number of customers per day would help evaluate the effectiveness of the marketing plan. The level of feedback from customers regarding the meals, service quality, and general enquiries will indicate the strength of communication channels (Baron, 2010 p.46).
The current brand caters for young clientele who formed the target market of the restaurant for the past ten years. Demographic changes in the neighborhood necessitate the focus on families as the target market (Baron, 2010 p.64). Using family photos in the advertisement of the restaurant could help with branding the enterprise as family friendly. Preparing family dinners at the restaurant could also help with associating the restaurant with families.
Baron S., (2010). Service marketing. London: SAGE.